/36-content-brief-global

name: 36-content-brief-global
description: "Use when ONE specific piece of content needs a brief before anyone writes — placement, angle plus the source insight behind it, key message, three hook options, CTA, format, brand voice reference, visual direction, and distribution. Trigger on 'content brief', 'brief for this post', 'brief a writer', 'what angle should this take', 'brief for the LinkedIn post', 'give the freelancer something to work from'. Also use when the user has a topic and no idea what to actually say about it. Not for — the month schedule of what posts when, see `01-content-calendar-global`; the finished caption text, see `37-social-caption-global`; a spoken video script, see `04-script-video-global`; the image spec, see `42-image-brief-global`."
metadata:
  version: 1.0.1
  category: content
license: MIT
triggers:
  - "content brief"
  - "brief for this post"
  - "brief a writer"
  - "angle for this piece"
  - "brief for the LinkedIn post"
  - "brief for a TikTok"
  - "post brief"
  - "brief today's content"
output: "File .md — single-piece brief: placement, angle plus source insight, 3 hook options, key message, CTA, brand voice reference, visual direction, distribution. A writer can start immediately from it"
related:
  - product-marketing-context-global
  - 35-brand-voice-global
  - 09-customer-insight-global
  - 01-content-calendar-global
  - 37-social-caption-global
  - 04-script-video-global
  - 42-image-brief-global
  - 43-carousel-brief-global
  - 44-video-editor-brief-global

Content Brief (Global)

One brief per piece. This is the link between the calendar (`01-content-calendar-global`) and production (`37-social-caption-global`, `04-script-video-global`, `05-ad-copy-global`, `14-email-marketing-global`). The brief is good enough when the writer finishes without asking the lead a single question.

Information gathering

Read `.agents/product-marketing-context-global.md`, the Brand Voice Document (`35-brand-voice-global`), and the calendar (`01-content-calendar-global`) first. If something is missing, ask up to 4 questions:

1. **Where does this piece sit in the funnel (TOFU / MOFU / BOFU), and which campaign or weekly theme does it belong to?** 2. **Which channel and format?** (Instagram / LinkedIn / TikTok / Facebook / X / YouTube / email — video / carousel / static / text / newsletter) 3. **What is the intended CTA?** (comment / click / DM / book a demo / subscribe / buy) 4. **When is approval due, and who is writing it?**

Principles

1. **One brief = one piece = one angle = one CTA.** Do not stack messages. If several points are needed, split into a carousel or a series. 2. **An angle is a specific point of view, not a topic.** "Skincare routines" is a topic. "Three morning habits that quietly make your skin worse — and everyone thinks they help" is an angle. 3. **The hook must stand alone.** Reading the first line should tell you what the piece is about without any context. 4. **The source insight must be quoted verbatim with its source.** Pull it from `09-customer-insight-global`: which internal monologue, pain, or objection is this piece aimed at. 5. **Evidence goes in the brief, not on the writer's to-do list.** Numbers, testimonials, and case studies are supplied here, already sourced. 6. **Maximum 3 body points.** More than that means it should be a different piece. 7. **Every claim must be substantiable.** If evidence cannot be cited, the claim does not go in the brief.

Workflow

1. Place the piece in the system

Take from the calendar (`01-content-calendar-global`): publish date, channel, format, funnel stage, pillar. Then set one — and only one — objective: reach / trust / conversion / engagement.

2. Lock the angle and the source insight

• Read the insight file (`09-customer-insight-global`): where is the reader in the journey — unaware of the problem, evaluating solutions, or close to buying.
• Pick one insight (an internal monologue, a pain, or an objection) as the anchor and quote it verbatim in the brief.
• Write the angle: the specific point of view that works that insight, and that does not repeat a recently published angle.

3. Write 3 hook options

• **Hook A — Pain**: opens on the reader's frustration.
• **Hook B — Curiosity**: a question or statement that creates an open loop.
• **Hook C — Contrarian / surprise**: contradicts the category's default belief.

Recommend one with a short reason. The writer may choose differently if they can justify it.

4. Set the key message and body structure

• Key message: exactly one sentence — the single thing this piece must land.
• Body: at most 3 points, one line each in the brief.
• Evidence and social proof: the specific number, testimonial, or case study to use, with its source noted.

5. Define CTA and distribution

• Primary CTA: a specific, performable action — not "get in touch".
• Micro-CTA (optional): comment a keyword, save, share to a colleague.
• Publish time by channel (see the calendar), hashtags per platform norms (Instagram 3-5 targeted, LinkedIn 3, TikTok 3-5 trend plus niche, Facebook 0-2, X 1-2), cross-post plan and what changes when cross-posting, and whether the post gets paid amplification afterwards.
• If the piece is a paid partnership or contains affiliate links, state the disclosure wording here — FTC endorsement rules apply to organic posts.

6. Visual direction and handoff

• Visual concept in 1-2 sentences, dominant colors taken from the brand guideline (`[primary color]`, `[secondary color]` placeholders resolved from `.agents/product-marketing-context-global.md`), and any text overlay needed (a pulled quote or a number).
• For a detailed visual brief, hand off to `42-image-brief-global`, `43-carousel-brief-global`, or `44-video-editor-brief-global`.
• Only brief visuals after the copy is approved. Briefing both in parallel means reworking both.

Output structure

File name: `content-brief-[piece-name]-[YYYYMMDD].md`